1. Donut Day 2012 Case Study
Read about…
- How social media has emerged as a boon to the brand in terms of
communication with the brand patrons. . .
- Social media monitoring to address the various comments & tweets. . .
- How Mad Over Donuts handled online queries & kept their fans/followers
engaging. . .
Engagement Brand Connect

2. Facebook Banner Creative
- Banner was made live on 08 June, 2012.
- Created a buzz before Donut Day.
- Fans had started asking about the celebrations.

3. Facebook Promotion – Before Donut Day
 Excitement among fans.
 Tagged peers to make them aware about ‘Mad Over Donuts’
Donut Day.
Tags Engagement Likes

4. Word cloud – Comments
Comments before Donut Day
(Promotional Post)
‘Wow’
‘Treat’
‘Coming’
‘15th June’
‘Awesome‘
‘Donut for Rs. 25’
‘Best thing heard’…

5. Donut Day – Promotional Post
Donut day promotional post went viral among Facebook fans with 500+
likes & 177 shares.

6. Many of them were
already on the way
Friends were tagged
Fans <3 it
They felt that it was a great offer!

7. Posts by others
Mumbaikars went Mad Over Donuts
MOD Donut Day gave a theme to Jinal & her office mates.

8. Fans shared their experiences, images & how they
enjoyed ‘Mad Over Donuts’ Donut Day.

9. Live updates (posts)
- Live updates from Mad Over Donuts stores were shared among Facebook fans.
- 11 posts on donut day (content posting strategy).
- Fans had started tagging these images.
Tags Engagement Likes

10. Evening Status Update
• Quick responses to the negative
comments due to long queues
and Fan's appreciation on the
same to Mad Over Donuts team.
 Emotional connect was made
among fans by pacifying &
responding to them.
 As a result, these fans felt
delighted with brand’s prompt
response & appreciated the
same on Facebook page.
Emotional Brand
Connect Connect

11. Facebook Summary
Multiple content posting strategy including live store images, post updates, etc.
Also, fan base count has been on the rise before and after Donut Day.
Prompt and satisfactory replies to customers who had trouble getting Donuts on
Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of
satisfied customers and fans on Facebook.
Facebook users reach was nearly 70% of the current fan base on Donut Day.
4 Top cities who had reached the most were Mumbai, Bangalore, Pune & New Delhi.
4x times the daily page views on Facebook.
Viral reach was 3x times in comparison to the daily reach.
Post donut day experiences were shared on Facebook as well as on Twitter.

12. Twitter Promotions
 Tweeps tweeted about the crowd at Mad
Over Donuts stores.
 Shared donut images.
 #modDonutDay was promoted while
interactions.
 Users had tweeted MOD Donut Day as a
success.

13. Tweets with hashtag #modDonutDay

14. TweetCloud for MadOverDonuts
Top five words: RT, donuts, donut, day, #moddonutday.

15. Twitter Statistics for Donut Day (15th June, 2012)
Donut Day
Total no. of tweets
June

16. Twitter activities were on hype on
Donut Day.
Donut Day
Overall 158 tweets on MOD Donut
Day.
78 retweets were received talking
about MOD Donut Day.
Tweets were replied & retweeted.
Donut Day

17. Twitter Summary
The total tweet count for Donut Day was 158. This includes replies and re-tweets.
Nearly 41% of these tweets were replies to our followers regarding the event.
49% of these tweets were re-tweeted.
#modDonutDay was used as the primary hashtag for all tweets from the Mad Over
Donuts handle as well as by our followers.
Also, our follower count has been on the rise before and after Donut Day.
@Su_Power, @Paramparatweets were among the top Twitter influencers.
Prompt and satisfactory replies to customers who had trouble getting Donuts on
Donut Day has just taken Mad Over Donuts as a brand to higher levels with lots of
satisfied customers and followers on Twitter.

18. Conclusion
 Mad Over Donuts is now an established well known brand.
 Brand awareness has increased as compared to last year’s Donut Day.
 The event went viral on Facebook & Twitter.
 Fans/followers are now aware of ‘Mad Over Donuts’ Donut Day
celebrations.
 Social media has emerged as a boon to the brand in terms of replying &
communication with the brand patrons.
 Queries were addressed with prompt responses.
 Positive feedback from the brand followers.